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Nick Halliday, NAO

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Nick Halliday, NAO

  1. 1. The NAO’s use of email marketingNAO Communications TeamMay 17thMailcamp2012
  2. 2. Why do we use email marketing? Efficient Branded Easy MeasurableMailcamp
  3. 3. Who are we communicating with?Mailcamp
  4. 4. Who are we communicating with?Clients: topic interest groups 28%Mailcamp
  5. 5. Who are we communicating with?Clients: topic interest groups 28%Clients: survey groups 32%Mailcamp
  6. 6. Who are we communicating with?Clients: topic interest groups 28%Clients: survey groups 32%Graduates 36%Mailcamp
  7. 7. Who are we communicating with?Clients: topic interest groups 28%Clients: survey groups 32%Graduates 36%Staff 4%Mailcamp
  8. 8. What types of email campaignsare we sending?• Information regarding the publication of a report or other product• General email newsletters about our work• Tailored newsletters to specific client groups• Invitations to events• Invitations to take part in a survey• Graduate recruitment campaigns• Internal staff communicationsMailcamp
  9. 9. Example 1: GraduateRecruitment Campaign• Email was part of our integrated marketing campaign• 12 events in 2011• 1744 contacts captured• Email follow-up achieved 40% ‘open’ and 26% ‘click through’ rateMailcamp
  10. 10. Example 2: Cliente-newsletter• Piloted with 47 client contacts in March - 40% open rate• Tailored version piloted with 61 DCMS clients – 44% open rate• Some forwarding and click-throughsMailcamp
  11. 11. What have we learned?TESTMailcamp
  12. 12. What have we learned?TEST GSIMailcamp
  13. 13. What have we learned?TEST GSI FEARMailcamp
  14. 14. What have we learned?TEST GSI FEAR TIMINGMailcamp
  15. 15. What have we learned?TEST GSI FEAR TIMINGENGAGEMENTMailcamp
  16. 16. What have we learned?TEST GSI FEAR TIMINGENGAGEMENT CREATIVITYMailcamp
  17. 17. What have we learned?TEST GSI FEAR TIMINGENGAGEMENT CREATIVITYSIMPLIFYMailcamp
  18. 18. What have we learned?TEST GSI FEAR TIMINGENGAGEMENT CREATIVITYSIMPLIFYGOOGLE ANALYTICSMailcamp
  19. 19. Results11Mailcamp
  20. 20. Results1114,900Mailcamp
  21. 21. Results11 32%14,900Mailcamp
  22. 22. Results11 32%15%14,900Mailcamp
  23. 23. Results11 32%15% 1%14,900Mailcamp
  24. 24. Future plans• Tailoring the newsletter• More internal use• Use survey function• Auto Responding• More integrated campaigns• Continual evaluation and learning• Split testingMailcamp
  25. 25. Any questions?Mailcamp

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